WHAT’S IN A NAME: JustFab Inc. is turning a new leaf. The company has renamed itself TechStyle Fashion Group, in a change that had largely been expected out of the El Segundo, Calif.-based firm.

The rename is aimed at emphasizing the company’s roots in technology with a portfolio of brands that include JustFab, Fabletics, ShoeDazzle and Fabkids.

“When Don Ressler and I cofounded JustFab, we set out to change the way people shop by delivering on-trend fashion at an incredible value,” said Adam Goldenberg, co-chief executive officer of the newly named company. “We’ve stayed true to that vision, but along the way the company has transformed into a powerful brand-building platform that is driven by data and personalization. Our new corporate identity captures the essence of what JustFab has become — where Fashion Avenue meets Silicon Valley.”

The name was hinted at in the spring by Shawn Gold, who recently joined the company as corporate marketing officer, a new position at the firm aimed at overseeing the marketing efforts of each of the portfolio brands and ensuring consistency of those aims with the corporate identity.

The effort had been long overdue, as Gold told WWD in May, with most of the focus since the business’ founding in 2010 on building the business versus outward-facing efforts.

“We just haven’t been telling the story,” Gold said at the time. “They’ve just been building this business. They weren’t focusing. A lot of companies in our category have been mostly a lot of sizzle and less steak. And these guys were quite the opposite where they’re almost no sizzle. There was no [business-to-business] marketing.”

TechStyle’s former self JustFab has raised about $300 million to date and is expected to end the year with $650 million in revenue. That’s up about 29 percent from the year-ago period.